WWDC. Apple's software show. "Dub-dub."

Whatever you call Apple's Worldwide Developers Conference,Watch Private Obsession (1995) full movie it's the event where we find out what cool new features are coming to the company's multiple platforms: iOS, macOS, tvOS, and watchOS. It's also where we get to know what's on Apple's mind.

The new software shows Apple's hand in ways its hardware doesn't: From new features to combat iPhone addiction to updates meant to prevent data companies from tracking you, Apple is playing both defense and offense in the ongoing backlash against big tech companies. It also quashed (but maybe not fully?) the rumor it was going to merge iOS with macOS, inadvertently giving us a GIF for the ages:

On this week's MashTalk podcast, we go beyond the keynote quips and basket of feature updates to get at the big questions: What kind of experience will users get when this software finally ships? How the competition respond? And with its promises and software bets, exactly what kind of company is Apple trying to be?

To help answer those questions, we talk to renowned Apple commentator Philip Elmer-DeWitt, the man behind Apple 3.0 and a former tech reporter for Timeand Fortune.

You can subscribe to MashTalk on iTunesor Google Play, and we'd appreciate it if you could leave a review. Feel free to hit us with questions and comments by tweeting to @mashtalkor attaching the #MashTalk hashtag. We welcome all feedback.